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B2B marketinga guidebook for the cla...

Seebacher, Uwe G.

B2B marketinga guidebook for the classroom to the boardroom /

Record Type:	Electronic resources : Monograph/item
Title/Author:	B2B marketingedited by Uwe G. Seebacher.
Reminder of title:	a guidebook for the classroom to the boardroom /
other author:	Seebacher, Uwe G.
Published:	Cham :Springer International Publishing :2021.
Description:	xxvii, 755 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Industrial marketing.
Online resource:	https://doi.org/10.1007/978-3-030-54292-4
ISBN:	9783030542924$q(electronic bk.)

B2B marketinga guidebook for the classroom to the boardroom /
B2B marketinga guidebook for the classroom to the boardroom /[electronic resource] :edited by Uwe G. Seebacher. - Cham :Springer International Publishing :2021. - xxvii, 755 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also - and much more importantly - finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

ISBN: 9783030542924$q(electronic bk.)

Standard No.: 10.1007/978-3-030-54292-4doiSubjects--Topical Terms:

202058
Industrial marketing.

LC Class. No.: HF5415.1263 / .B363 2021

Dewey Class. No.: 658.804

B2B marketinga guidebook for the classroom to the boardroom /
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490 1 $a Management for professionals, $x 2192-8096
520 $a This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also - and much more importantly - finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.
650 0 $a Industrial marketing. $3 202058
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